Authors
Jan Dul, Sven Hauff, Zsófia Tóth
Publication date
2021/10/22
Book
Handbook of research methods for marketing management
Pages
51-72
Publisher
Edward Elgar Publishing
Description
This chapter introduces necessary condition analysis (NCA), which represents a new and promising approach for identifying necessary conditions in empirical data. The reader will become familiar with the basic logic and steps needed to conduct an NCA. We will also discuss the opportunities of using NCA in marketing research.
Total citations
20212022202320242176
Scholar articles
J Dul, S Hauff, Z Tóth - Handbook of research methods for marketing …, 2021